In recent years, independent brands have begun to march towards the high-end market, hoping to split the share of the joint venture camp. Chery Automobile is also one of them, launching its high-end car brand , Xingtu Automobile. However, contrary to expectations, compared with the vigorous development of peers WEY and Lynk & Co, sales continue to break records, Xingtu Automobile seems to be stuck in a standstill, although the depth of the product line does not lose any brand, but the sales volume has never been able to keep up with the mainstream, which is equivalent to having a skill but nowhere to show.
As we all know, Chery's impression of the Chinese people is the "technical house" label, in the Chinese passenger car market is just in its infancy, almost all car companies are in the reverse development of overseas products, Chery Automobile took the lead in passing through this stage, opened the road of independent research and development, its most famous ACTECO series engine, in the country early established a good reputation.
Although it has a reputation for core technology, Chery seems to have never really stepped into the domestic front-line camp in recent years. In the final analysis, it is mainly other independent brands that have begun to exert their strength in technology, and the advantages in the three major pieces are gradually being smoothed out. In addition, most of the management of Chery Automobile is from the class, and does not attach much importance to marketing and design, while for ordinary consumers, design and marketing perception are the most obvious, which also leads to the main reason why Chery Automobile's sales have not gone up.
Back to the side of Xingtu, in fact, when creating a new product of the Xingtu brand, Chery pushed back and redoed the design, and the appearance of the new car opened up a gap with the previous Chery brand. Not only is it more in line with the current youthful aesthetic, but it also looks more in line with its high-end positioning. However, the strange thing is that such a change does not put Xingtu's sales on the right track, and even sometimes many people do not know the existence of the Xingtu brand, even if some people have heard of it, but it is not clear that it is a high-end sub-brand of Chery.
Faced with such a dilemma, Xingtu chose to give it a go in marketing and greatly rectified the naming of all its models, such as TXL renamed Xingtu Lingyun, LX renamed Xingtu Chasing Wind, and the latest medium and large SUV was also named after Xingtu Lanyue. Compared with the English name that is difficult to remember in the past, Chinese name is not only easier to remember, but also closes the distance with consumers. Along with the name change, Xingtu Lingyun and Xingtu Lanyue have joined the new 2.0T Kunpeng engine, which is very good at meeting the needs of current consumers in terms of performance.
At the same time, in terms of products, the Xingtu brand is also pursuing excellence, and the newly released Mars architecture PRO has made the core competitiveness of models based on the platform become high. The Starway Lingyun 400T won the fuel car group championship in the 2021 China Mass Production Car Competition, and its performance and handling are remarkable, and it is not inferior to the joint venture brand SUV of the same level. Not only that, in the C-NCAP vehicle safety test, Xingtu Lanyue received a five-star evaluation, and a number of results ranked among the top of the participating models.
The result of positive changes is the progress in sales, in October, the Xingtu family sales completed a breakthrough, reaching 5015 vehicles, an increase of 132.1% year-on-year, this year, the Xingtu brand has achieved month-on-month double-line growth for many consecutive months, compared to the trembling posture of the past few years, Xingtu seems to be standing firm in the market, I am also very much looking forward to Xingtu in the future to bring us better products.
Of course, the monthly sales of 5,000 vehicles is only a beginning, and it cannot be called a success, after all, there is still a significant gap compared with the monthly sales of 20,000-30,000 per month of Lynk & Co in the same period. Now after Xingtu finds the direction, it is necessary to plan the next brand plan, set a good long-term development, and continuously release a positive brand signal, so that more buyers in the market know and understand the attributes and positioning of their own products, in order to stabilize the status quo while continuing to climb upwards.